If time and a decent archive collection allowed, then one could flick through the back copies of The Sofia Echo over the past decade or so of its publication and read comments and opinions of what the future size, shape and strategy of Bulgarian tourism should be.

Interestingly enough (though perhaps not "strangely enough" to those who have been here for a considerable number of years) the very same comments, thoughts and opinions are still being talked about and reported on today.

The only conclusion that one can draw is that in this rapidly changing and dynamic country which currently enjoys the status of a mini economic tiger, tourism ? so often talked about as being a vital component in the economic mix, is an industry where lip service is paid, but very little or nothing of substance is actually done to help, assist or even protect it.

Admittedly, however, it does provide a core of people blessed with longevity, a suitable hot air discussion topic.

Tourism whether by accident or design, and more likely the former, is directly and indirectly responsible for a huge percentage of the country's GDP, 14 per cent to be exact. It was, however, the actions of entrepreneurs in places like Bansko, Sunny Beach, Albena and the like who put Bulgaria on the modern day tourism map in Europe. It was this entrepreneurial spirit that gave run down and tired socialist-style tourism infrastructures a new lease of life. From this came the outside world's view of "New Bulgaria" which in turn acted as the catalyst for the property boom that now keep tens and indeed hundreds of thousand of people employed across the length and breadth of the country. It is also this property boom that has contributed no end to the creation of wealth in various guises and which in turn keeps the wheels of other industries and services turning quite merrily.

So largely then entrepreneurs rule. OK? Well no, because at some point even successful entrepreneurs need help with the bigger picture.

Earlier this month the State Agency for Tourism proposed regionalising tourism as a way of presenting it to the outside world. There is absolutely nothing wrong with the concept, and indeed countries like France, Spain and America already take a similar approach.

What, however, seems to be omitted with regular monotony with all these "initiatives" (and the word initiatives is used lightly) is a budget of substance. A budget to drive the concept forward and a budget that can be used effectively, knowledgably and targeted to specific target audiences. The Black Sea can target budget-conscious families without having to compete for budget spend with Borovets or Perperikon. Incidentally, if you really want to test how effective the marketing of the country and its key heritage sites is outside of our shores, then ask a few non-Bulgarians with an interest in history and culture, what is Perperikon? Contrary to local belief, most people will not even know what you are talking about ? even those that look beyond snow and sand for their holiday experiences. There lies the problem: the lack of availability of money and the lack of marketing skills and experience to exploit the opportunities.

The state has historically not seemed to think that it needs to spend large sums of money on marketing its tourism industry. It is the aforementioned entrepreneurs that have done much of the work and most of the marketing in the past. Sure, a few thousand leva here and there might be thought of as being a constructive marketing budget, but who decides who the lucky benefactors will be?

Will it be sand or snow that wins and what about the areas of history, cultural, spa and wellness tourism and the countless other niche market opportunities that Bulgaria has to offer ? are they not entitled to help and assistance?

The country needs its current tourism industry in the short term and medium terms. Gradually it will need to evolve to meet ever changing social trends for holidays. Yes, the country has the raw ingredients already to meet these challenges, yet little or nothing is done collectively to help push new tourism ideas forward. Except talk about them. For example we have great spa hotels with no suitable roads to reach them or airports near them to reduce transport time, and we have great archeological and historical sites with no toilets (or at least no clean toilets) or rest facilities anywhere near them.

The current tourism stock is riding on the wave of goodwill from investors and just a little good luck. The country is seen as a value-for-money destination, but this sector is also the most volatile and next year or the year after, the fashion could be for somewhere else completely different, Romania or Albania, for example, that currently does not even figure on the tourism map. Greece was once a "value for money destination" and then along came entry into the European Union and the adoption of the euro. Greece is having to fight hard to keep its tourist numbers because the country is now perceived as no longer offering value-for-money holidays, the emphasis switching to quality, history and culture. This means they have to spend money to hammer the point across to the public in the knowledge that if they don't spend money on effective and worthwhile marketing campaigns, tens of thousands of livelihoods will be at risk across its mainland and its islands.

Just to help with some facts along with the rhetoric, in the competitive field of attracting the tourist to one shore, Orlando has just dedicated $3 million to market in just one market ? the UK ? as it seeks to defend and grow on its roughly one million UK visitors. California by comparison plans to spend $100 million in the next five years on marketing itself across the globe as a tourist destination. There are times when one has to speculate to a cumulate. Take note.

Mark Thomas is managing director of HRG Jamadvice Travel Ltd.